We distributed a "secret" URL that instructed fans to scan OOH and coasters they found around town. Once scanned, an AR rendering of Fernet's crocodile mascot Fernando would appear and a map of all participating bars would be revealed. Fans were rewarded with a surprise Fernet-branded exhibition at the (very real) Great American Alligator Museum, where they learned about our (very fake) brand lore and could purchase hyper-localized Fernet x the Great American Alligator Museum merch. Scavenger hunt competitors then had access to a hidden speakeasy, plenty of collectible coins, and a party to top off the week of festivities. Best of all? Our fan-first event is designed to be replicated in cities nationwide meaning Fernet can always have a bit of local flavor.